Mower, one of the largest independent marketing, advertising and public relations agencies in the U.S., recently assisted the Charlotte Regional Realtor® Association in a rebranding effort that included refreshing the association’s logo as well as the launch of its new brand identity.
Signifying the coverage the association offers its members and its connection to the Charlotte region’s reputation for having one of the highest-density tree canopies of any major city in the nation, the name “Canopy” was selected to unite all of its entities.
“We looked at all the services the association provides through Mower’s Brand as Friend® philosophy,” said Matt Ferguson, executive vice president—managing director, Mower. “Canopy truly conveys how the association is continuously working to fill its members’ needs, advocate on their behalf and provide benefits that help Realtors® find the knowledge and tools needed to succeed. As an agency, we call this being a Fierce Friend; for the association, it means they’ve got you covered, like a canopy.”
The association, which has existed for nearly 100 years, supports the needs of its members by providing professional training and development, member services, a Realtor® Store, continuing education, leadership development, access to networks, advocacy, community outreach and service.
With Mower’s assistance, the association began an extensive review process that resulted in its board of directors deciding to unify all the association’s entities into a single brand that will better help members see the connections between its school, technology and career development.
“Our goal was to select a name that unites all of our entities and promotes the full coverage of services, resources and support we provide our members and the community,” says Anne Marie DeCatsye, CEO of Charlotte Regional Realtor® Association/Canopy MLS. “The new brand name ‘Canopy’ was chosen for our Real Estate Institute, Housing Foundation and Multiple Listing Service (MLS) because it signifies a variety of ‘coverage,’ whether it’s education and professional development, data and technology tools, or helping meet unmet housing needs in our community.”
Mower’s strategic approach has earned the agency top industry accolades ranging from Clio, Cannes and ANA B2 awards to rankings in AdAge, PR Week, the Chief Marketer 200 and a four-time PR News “Top Places to Work.”